Active Group
Active Group is a Dutch brand-agnostic audiovisual integrator founded in 1997, supplying, installing, and servicing interactive touchscreens, audio, lighting, and videoconferencing systems for over 900 Dutch educational institutions and business clients.
- Company typePrivate
- Founded1997
- HeadquartersHarderwijk, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Active Group does
Active Group Audiovisueel B.V. is a Dutch audiovisual solutions provider founded in 1997 and headquartered in Harderwijk, Netherlands. Operating as a brand-agnostic integrator, the company designs, supplies, and installs audiovisual systems — primarily interactive touchscreens, large-format displays, audio, wireless presentation, videoconferencing, LED lighting, and AV mounting/furniture — for educational institutions (primary, secondary, vocational, higher education), business/government clients, and event venues. The core technical stack centers on third-party OEM hardware (BenQ, Promethean, SMART, ViewSonic, Clevertouch, StarBoard, ScreenBeam, Swivl, Cameo), complemented by one proprietary product, the Dutch-manufactured Activator spring mechanism (25-year factory warranty) for height-adjustable touchscreens. The company also packages a subscription product — Touchscreen-as-a-Service with StarBoard from €25/month — which bundles hardware, maintenance, and remote management.
The business model combines transactional hardware sales (with published price points ranging from approximately €299 for accessories up to €2,099+ for media pillars and significantly higher for enterprise LED installations), project-based professional services (consulting, installation, training, maintenance, relocation), short-term equipment rental for events, and two subscription lines: Touchscreen-as-a-Service and the Cybersecurity Academie compliance training service. Go-to-market is consultative and field-led through the Harderwijk Experience Center and on-site visits, supplemented by a direct e-commerce storefront. The company holds Platinum and certified Service Partner status with multiple flagship OEMs and reports more than 900 educational customers served historically; revenue is not publicly disclosed.
Operationally, Active Group is a privately held, bootstrapped SME of 11–50 employees with no outside capital, operating solely within the Netherlands. Notable operational milestones include the June 2023 opening of an energy-neutral, 90% circular headquarters and the 2026 launch of a trade magazine. The company's strategic posture is that of a mature specialist integrator incrementally adding subscription, lighting, cybersecurity awareness, and content-led marketing lines around its core AV integration franchise.
Active Group firmographics
Firmographics- Name
- Active Group
- Legal name
- Active Group Audiovisueel B.V.
- Website
- https://activegroup.nl
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Active Group is a Dutch brand-agnostic audiovisual integrator founded in 1997, supplying, installing, and servicing interactive touchscreens, audio, lighting, and videoconferencing systems for over 900 Dutch educational institutions and business clients.
- Ownership category
- akta.pro rank
Active Group industry classification
Industry- Product category
- Audiovisual Integration Solutions
- NAICS
- Convention and Trade Show Organizers (561920), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Broadcasting and Content Providers (516)
- SIC
- Wholesale-Computers & Peripheral Equipment & Software (5045)
- akta.pro primary industry
- Product Launches & Brand Activations (Experiential Marketing) (MPAGAHAD)
- akta.pro secondary industries
- Virtual, Hybrid & Livestream Event Coordination (HSACAAAO), Brand Activations & Experiential Campaign Design (MPAAAGAA), On-Demand Video Hosting & Content Repurposing (VOD Libraries, Highlights, Editing) (THAHAOAN)
Keywords
Where Active Group is headquartered
LocationHeadquarters
- HQ city
- Harderwijk
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Active Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Hardware Sales: Sale of audiovisual equipment including touchscreens, projectors, LED displays, audio systems, mounting solutions, and accessories through direct sales and e-commerce.
- Touchscreen-as-a-Service Subscription: Monthly subscription model starting at €25.00 including VAT per month for StarBoard touchscreen hardware, maintenance, remote management, and replacement services.
- Equipment Rental: Short-term rental of presentation equipment including 86-inch mobile touchscreens for events and temporary installations.
- Professional Services: Installation, configuration, training, and ongoing maintenance services for audiovisual solutions. Includes relocation services for school renovations and new building projects.
- Cybersecurity Academie: Security awareness training combining phishing simulations, behavioral change programs, and compliance reporting for education (Normenkader IBP) and business (NIS2 directive).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Touchscreen-as-a-Service with StarBoard starting at €25.00/month including VAT |
| Unit Pricing | Pay-as-you-go | Swivl CX1 camera robot at €749.00 excluding VAT |
| Unit Pricing | Pay-as-you-go | Swivl CX5 camera robot at €1,149.00 excluding VAT |
| Unit Pricing | Pay-as-you-go | Swivl Starter Package at €999.00 excluding VAT |
| Usage-based | Pay-as-you-go | 86-inch mobile touchscreen rental at €400.00 per day excluding VAT |
| Unit Pricing | Pay-as-you-go | Activator spring mechanism starting at €699.00 excluding VAT |
| Unit Pricing | Pay-as-you-go | ScreenBeam 960 wireless presentation system at €299.00 excluding VAT |
| Unit Pricing | Pay-as-you-go | ScreenBeam 1100 EDU at €589.00 excluding VAT |
| Unit Pricing | Pay-as-you-go | Poly Studio Premium USB video bar at €750.00 excluding VAT |
| Unit Pricing | Pay-as-you-go | Meeting Owl 3 conference camera at €949.00 excluding VAT |
| Unit Pricing | Pay-as-you-go | Sweez electric height-adjustable stand from €825.00 excluding VAT |
| Unit Pricing | Pay-as-you-go | Mobile stand with closed base from €849.00 excluding VAT |
| Unit Pricing | Pay-as-you-go | Movable conference table/lectern from €1,375.00 excluding VAT |
| Unit Pricing | Pay-as-you-go | Media pillar SMART-S with Conference Table at €2,099.00 excluding VAT |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Active Group product offering
Product offeringCore offering
Active Group is a brand-agnostic audiovisual solutions integrator that supplies, installs, and services interactive touchscreens, presentation displays, lighting, audio systems, videoconferencing, digital signage, and proprietary mounting hardware (Activator) for education, business, and government customers in the Netherlands. The company combines multi-brand hardware resale with professional services and a Touchscreen-as-a-Service subscription model.
Product overview
Active Group is a brand-independent audiovisual solutions provider specializing in display, lighting, and audio solutions for education, government, and business markets. The portfolio centers on interactive touchscreens and presentation displays from multiple brands (BenQ, Promethean, SMART, ViewSonic, Clevertouch, StarBoard), complemented by specialized hardware including SWIVL camera robots for video recording and tracking, Activator spring mechanisms for height adjustment, Cameo lighting systems, and ScreenBeam wireless presentation technology. Services include product selection consulting, installation, maintenance, training, and Touchscreen-as-a-Service subscription models. The company also offers narrowcasting/digital signage solutions, videoconferencing systems, and a Cybersecurity Academie for awareness training. Additional offerings include mounting solutions, AV furniture, and rental services for events.
Differentiator
Problem solved
Functional benefit
Products and services
- Touchscreens and Presentation Displays Interactive touchscreens and presentation displays from leading brands for education and business use, supplied with installation and service support through Active Group's Experience Center.
- SWIVL Camera Robot Robotic camera stand that automatically follows presenters using infrared marker technology, enabling video recording, live streaming, coaching through video observation, and hybrid teaching for classrooms and meetings.
- Activator Verenmechaniek (Proprietary) Dutch-made manual height adjustment system for touchscreens and presentation screens from 65 to 86 inches, featuring spring mechanism technology with a 25-year factory warranty and suitable for all screen brands.
- Narrowcasting Digital Signage Digital signage solutions for in-house and external communication featuring cloud-based content management, targeted messaging, professional presentation, and quick return on investment.
- Videoconferencing and Presenting Solutions Complete videoconferencing and presentation solutions including cameras, audio equipment, interactive screens, and wireless presentation systems for meeting rooms and conference spaces.
- Cameo Lighting Solutions Indoor and outdoor LED lighting solutions from Adam Hall Group, including spotlights, moving heads, architectural lights with IP67 protection, haze and wind machines for creative lighting in theaters and event spaces.
- Auditorium, Aula, and Conference Solutions Audiovisual solutions for large venues including beamers, projection screens, LED walls, large-format displays, modular audio systems, and wireless microphones for presentations and performances.
- Touchscreen-as-a-Service (StarBoard) Subscription service providing StarBoard interactive touchscreens from 55 inches with maintenance, remote management, and replacement included; suitable for single classrooms to entire schools.
- Cybersecurity Academie Subscription-based cybersecurity awareness training combining awareness training, realistic phishing simulations, and measurable behavioural change for businesses and educational institutions.
- AV Equipment Rental Rental service for 86-inch mobile touchscreens and presentation screens for events and temporary installations.
- Mounting Solutions and AV Furniture Mounting solutions and AV furniture including wall brackets, ceiling lifts, electric height-adjustable stands, mobile stands, and conference tables for AV equipment installation.
- Swivl Mirror — AI Docent AI-powered device promoting reflection, video registration, and small group management, featuring 180-degree camera with automatic tracking and MirrorTalk software for automated reflection with custom prompts.
Quantifiable outcome
- Over 900 educational institutions served in the Netherlands
- +3 more outcomes
Companies that use Active Group
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Active Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability4 records
Feature5 records
Active Group partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered flagship, core and minor.
- BenQflagshipPlatinum Partner, Service Partner, and democentrum for BenQ audiovisual solutions including interactive touchscreens (RM04 and RP04 series), projectors (BlueCore laser projectors), and narrowcasting displays (Smart Signage). Active Group serves as authorized reseller, installer, and service provider for BenQ products in the Dutch market, with showroom demonstration capabilities.
- SMART TechnologiesflagshipPlatinum Partner and certified Service Partner SMARTtec for SmartBoard interactive display solutions. Active Group provides sales, installation, and certified service support for SMART products serving education and business markets.
- PrometheanflagshipPlatinum Partner and certified Service Partner for Promethean ActivPanel interactive touchscreen solutions. Company offers demonstration, sales, and certified service maintenance for Promethean products.
- ViewSonicflagshipPlatinum Partner and Service Partner for ViewSonic solutions including ViewBoard touch displays, projectors, commercial displays, narrowcasting screens, and All-in-One Direct View LED displays like the LDS135-153 foldable model.
- ClevertouchcorePlatinum Partner and Service Partner for Clevertouch interactive displays and room booking solutions. Active Group resells and services Clevertouch products for education and enterprise markets.
- ScreenBeamcoreOfficial partner and specialist for ScreenBeam wireless presentation technology. Active Group supports educational institutions and organizations in deploying ScreenBeam for cable-free presenting and collaboration.
- StarBoard (Hitachi)flagshipExclusive partnership for Touchscreen-as-a-Service model featuring StarBoard (originating from Hitachi) interactive displays available from 55 inches. StarBoard YL Zero Pro offers OS-free operation for enhanced security, supporting Windows, ChromeOS, or EDLA-Android environments.
- Cameo (Adam Hall Group)coreAuthorized reseller of Cameo professional lighting solutions including architectural spots, moving heads, PAR cans, and LED technology for indoor and outdoor applications. Part of the Adam Hall Group.
- RoqedminorActive Group represents Roqed 3D education software featuring 3D models and animations with voice-over for chemistry, science, physics, engineering, and biology education.
- SwivlcoreReseller of Swivl CX camera robot series for automated video recording and live streaming. Products include CX1, CX3, CX5 models with markers for presenter tracking and multi-participant recording. Also offers Swivl Mirror AI teacher assistant.
- Sharp/NECcorePartnership for Sharp/NEC display solutions including projectors and commercial displays.
- NewlinecorePartnership for Newline interactive display solutions.
- SchoolTrademinorCircular intermediary for second-hand audiovisual equipment, enabling schools to resell and purchase used AV equipment through the SchoolTrade platform.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Active Group competitors and assessment
Company assessmentBroad incumbents
- Ricoh: Global document and workplace technology provider with a meaningful AV/UC and meeting-room services portfolio. A broader incumbent whose managed communications services overlap with Active Group's meeting-room integration and managed subscription offerings, but at significantly greater scale and geographic reach.
- SHI International: Global IT and AV/UC solutions provider with deep education and public-sector presence. Compares to Active Group on multi-brand distribution, configuration, lifecycle services, and subscription-style managed offerings for institutional buyers.
- CDW Corporation: Large US-headquartered IT and AV solutions reseller serving enterprise, public-sector, and education markets. Overlaps with Active Group's brand-agnostic multi-vendor distribution and integration model, though operating primarily in North America at meaningfully larger scale.
- Insight Enterprises: Global integrator and managed-services provider for IT, AV, and collaboration. Comparable business model to Active Group's consultative hardware sale plus integration and managed services, with analogous education and enterprise buyer segments but far larger scale.
Others
- Promethean World: UK-based manufacturer of ActivPanel interactive touch displays for education. Active Group is a Dutch 'Platinum Partner and certified Service Partner' for Promethean - Promethean is simultaneously a key supplier and a potential competitive channel if it expands direct sales in the Netherlands.
- BenQ: Global display manufacturer whose interactive flat panels (RM/RP series), projectors, and signage Active Group resells as a 'Platinum Partner'. BenQ is the most replicated supply line in Active Group's portfolio - any direct OEM push into Dutch education is a structural threat to integrator margin.
- SMART Technologies: Canadian manufacturer of SMART Board interactive displays and Lumio software. Active Group is a Dutch 'Platinum Partner and certified Service Partner SMARTtec', making SMART both a primary hardware supplier and an adjacent competitor if it builds direct education channels in Europe.
Regional players
- Atea ASA: Leading Nordic IT infrastructure and AV/UC integrator serving enterprises and the public sector. Operates in a neighboring geography with a comparable brand-agnostic integration approach, multi-vendor partnership model, and recurring managed-service revenue mix.
- Bechtle AG: One of Europe's largest IT and AV system houses with offices across Germany, Austria, and Switzerland. Comparable as a value-added reseller combining hardware distribution with integration, maintenance, and managed services for B2B and public-sector buyers.
Direct peers
- Kinly: International audiovisual integration and collaboration services provider serving corporate and public-sector customers. Highly comparable to Active Group's B2B AV integration model with managed services and multi-vendor positioning across meetings, conferencing, and corporate environments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Active Group social profiles
Digital presenceActive Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Active Group leadership team
Management profileNumber of profiles
Profiles1 record
Active Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Active Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Active Group
What does Active Group do?
Active Group is a brand-agnostic audiovisual solutions integrator that supplies, installs, and services interactive touchscreens, presentation displays, lighting, audio systems, videoconferencing, digital signage, and proprietary mounting hardware (Activator) for education, business, and government customers in the Netherlands. The company combines multi-brand hardware resale with professional services and a Touchscreen-as-a-Service subscription model.
Is Active Group a public or private company?
Active Group is a private company. It is classified as unknown and is currently operating.
When was Active Group founded?
Active Group was founded in 1997. It employs 11 to 50 people.
Where is Active Group based?
Active Group is headquartered in Harderwijk, Netherlands, in the Europe region.
How does Active Group make money?
Five revenue lines are on record. Hardware Sales are the primary driver. The others are touchscreen-as-a-Service Subscription, equipment Rental, professional Services and cybersecurity Academie.
Who are Active Group's main competitors?
Broad incumbents on record are Ricoh, SHI International, CDW Corporation and Insight Enterprises. Others are Promethean World, BenQ and SMART Technologies. Regional players are Atea ASA and Bechtle AG. Kinly is listed as a direct peer.
Does Active Group have an API?
No public API is recorded for Active Group.
What industry is Active Group in?
Active Group's product category is Audiovisual Integration Solutions. Its primary akta.pro industry code is MPAGAHAD, Product Launches & Brand Activations (Experiential Marketing), with a secondary code of HSACAAAO, Virtual, Hybrid & Livestream Event Coordination. Its NAICS code is 561920 and its SIC code is 5045.